'Buffalo For Real' campaign takes stage

For the first time in several years, Buffalo Niagara officials have introduced a new marketing brand aimed at visitors, especially those interested in the region’s history, culture and architecture.

The “Buffalo For Real” campaign kicked off Tuesday, marking a significant milestone in a process that began 16 months ago at the urging of Erie County Executive Chris Collins.

“Buffalo For Real” highlights a deep array of attractions from the five Frank Lloyd Wright-designed properties and architectural landmarks, the likes of Louis Sullivan to the city being the birthplace of the chicken wing to cultural institutions such as the Buffalo Philharmonic Orchestra and Albright-Knox Art Gallery. All are being pushed through the rebranding effort coordinated by Visit Buffalo Niagara, formerly the Buffalo Niagara Convention & Visitors Bureau. The campaign was put together by Visit Buffalo Niagara staff and a team of community volunteers who gave their time and effort on a pro bono basis.

The end game is to attract more visitors by playing off its strengths.

“It’s about harnessing the power of the assets we have,” said Dottie Gallagher-Cohen, Visit Buffalo Niagara president and chief executive officer. “This community is about a whole lot more than just chicken wings and snow.”

The campaign doesn’t just focus on the City of Buffalo. Regional attractions from the Roycroft campus in East Aurora to Niagara Falls are highlighted.

“It used to be that we opened with Niagara Falls when we started promoting Buffalo,” Gallagher-Cohen said. “Now we are closing with it.”

“Buffalo For Real” will be the most aggressive branding campaign in tourism and hospitality circles since the “Talkin’ Proud” campaign of the early 1980s.

But, officials said, this one is radically different.

“‘Talkin’ Proud’ to me started from a negative base where people locally were being asked to be proud about Buffalo,” Collins said. “This is selling Buffalo as a ‘for real’ place. This is absolutely not ‘Talkin’ Proud II.’”

Collins said the final product, which includes two smartly produced DVDs and a revamped visitor’s guide, is what he was pushing for from the bureau. The campaign is aggressive, slick and gives the Buffalo Niagara region is “cool” look.

“This is exactly what I wanted,” Collins said. “Before, we weren’t selling ourselves. We were almost apologetic.”

Mayor Byron Brown said he was impressed with the “Buffalo For Real” campaign.

“People will see these videos and I’m sure their interest will be piqued.” Brown said. “It really reinforces everything that’s right and good about Buffalo.”